You’re an Aussie small business, and you’re looking to improve your content marketing game. Otherwise, you wouldn’t be reading this article. So listen up because I’m about to drop some gold nuggets that can make a huge difference in your marketing activities.

Before we start, let’s get clear on what content marketing is. It’s a specific, dedicated and long-term digital strategy designed to generate attention and a higher level of interest in your brand – or at least the products and services you sell. It includes creating relevant content and publishing it on platforms where your target audience happens to be present, like social media.

And perhaps the most crucial way to get attention in the first place is to have a killer headline.

The headline is usually the first thing readers see, and it can make or break their interest in what you’ve written. A great headline can grab readers’ attention and encourage them to read the rest of the article, while a weak headline can get the whole thing ignored.

So, how do you write better headlines for your articles and social media posts in 2023? Here are some tips:

  1. Use action words to indicate urgency
  2. Be specific and direct about what you’re talking about
  3. Keep the headline short and sweet
  4. Be clear and concise, not clever
  5. Use emotion to get a human response
  6. Test what works and make adjustments

Let’s take a deeper look at each of these.

Use action words

Using action words like “discover,” “learn,” or “achieve” can make your headline more engaging and encourage readers to take action, which is the whole point of getting them on your website. These active verbs communicate the benefit or the value of the content you’re putting in front of them and can create a sense of urgency that makes readers want to know more.

For example, let’s say you’re writing an article about how to make the perfect cup of coffee at home. A headline like “Discover the Secret to Making the Perfect Cup of Coffee at Home” is more engaging than “How to Make Coffee at Home.”

Be specific

Being direct and specific can make your headline more compelling and help readers understand what they can expect from the content. After all, when you’re clear, you’re easier to understand, and people can move past your headline faster. Including particular numbers, facts, or statistics can be helpful to make your headline more informative and appealing.

For example, if you’re writing an article about the benefits of exercise, a headline like “5 Science-Backed Benefits of Exercise You Need to Know” is more specific and engaging than “The Benefits of Exercise.”

Keep it short and sweet.

A long headline can be overwhelming and confusing. Clarity is King when it comes to headlines. Being clever confuses people. So, keep your headline short, ideally between 6 and 12 words. This makes it easier for readers to quickly scan and understand your headline, which is ideal for today’s TikTok-led attention spans.

For example, if you’re writing an article about the best ways to save money, headlines like “10 Simple Money-Saving Tips” are more effective than “The Top 10 Tips for Saving Money.”

Be clear and concise.

Your headline should communicate the main idea of the content. Avoid all the jargon or overly complex or clever language, and focus on using clear, concise language that is easy to understand.

For example, if you’re writing an article about the benefits of meditation, a headline like “How Meditation Can Improve Your Mental Health” is more precise and concise than “Meditation and Its Effects on Mental Health.”

Use emotion

Emotion can make your headline more memorable and engaging because humans are primarily emotional creatures. By using language that evokes emotion, such as “surprising,” “heartbreaking,” or “inspiring,” you can help your headline stand out and grab readers’ attention from the moment they open your website.

For example, if you’re writing an article about a heartwarming rescue story, a headline like “Incredible Rescue: Dog Saves Owner From Raging Floodwaters” is more emotional and engaging than “Man Rescued From Floodwaters.”

Test and Adjust

Finally, it’s essential to test and adjust what you’re doing with your headlines. You can try different variations and see which ones perform best with your audience. Use analytics tools to track performance and make adjustments as needed.

For example, if you’re writing a blog post and are unsure which headline to use, try creating a few variations and test them on social media. Pay attention to which gets the most engagement, and use that as your headline. This is also called A-B Testing.


Creating a compelling headline is essential for grabbing readers’ attention and encouraging them to engage with your written content on social media and your website. You can create exciting, engaging, and compelling content by using action words, being specific, keeping it short and sweet, being clear and concise, using emotion, and testing and iterating your headlines.

Remember, a great headline can make all the difference when you want the stuff you’re writing for your website to be engaging, compelling and memorable‚Ķ as well as being able to indexed and found on Google.


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